Media Rating Council Publishes Standards for Measurement of Digital Place Based Audiences

Barry Frey

Barry Frey

NEW YORK, March 16, 2017 /PRNewswire-USNewswire/ -- The Digital Place Based Advertising Association (DPAA) announced today the Media Rating Council (MRC) has published standards for measurement of digital place-based audiences. The standards were nearly three years in the making and provide the framework for syndicated audience measurement methodology as well as a benchmark for auditing the processes behind such measurement. The MRC's standards for the digital place-based industry can be viewed here.

"This is a significant milestone in the evolution of our industry," said Barry Frey [pictured], President & CEO of DPAA. "These standards open the door for us to provide syndicated, audited audience data to media planners, which in turn will put us in a stronger position to garner our rightful share of advertising budgets."   

According to the MRC document, the standards establish "a detailed set of methods and common practices for entities that measure digital place-based audiences. These standards are intended to establish and document sound and minimally acceptable practices of measurement; improve practices and disclosures used by practitioners; and also provide education to users of digital place-based audience measurement data from all segments of the Industry." More...